BY: Thomas J. Forde
AutoNation, the country’s largest vehicle retailer, wanted to communicate with customers about various service specials. The challenge? The company, which sells 35 brands at 358 franchises and 281 different locations, wanted the communication piece to be tailored to …
BY: Larry Kimmel
A crisis exists. It’s in advertising. Consumers are rejecting intrusive commercial messages en masse. Seventy-two percent of PVR owners skip through commercials. Sixty-four million Americans signed up for the Do-Not-Call list. CAN-SPAM is the law of the …
BY: Lori M. Noll
SpyderWeb, a small Atlanta-based technology solutions company, was in a tangle. Critical client information was kept in different formats — and different places, making it difficult to track customer needs and prospects.
The answer was a Customer Relationship Marketing (CRM) program …
BY: BARBARA SCHMITT
“It’s in the mail.” Once a catch phrase rife with negative connotations, that term now encompasses something entirely different: It represents routines and rituals. Sorting and organizing, allocating and reading, “Mail Moments” define the daily routines that consumers devote to the …
It seems that for as long as companies have used the mail stream to get their products and services in front of consumers, so detractors have attacked the resulting communication as ‘junk mail.’
Now, it’s neither the purpose nor style of this magazine to engage in subjective bickering, so let’s …
BY: Erin Taylor, Director, Direct Marketing
“For ALLTEL, direct marketing means being relevant. It means delivering value to customers — as they perceive value. It’s the difference between providing a ‘service’ that has real value and simply ‘selling’ a product; between opening a dialogue or ending a conversation for good. …
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